When the number of humiliations of him reaches a certain number, he does damage control by changing masks and starting over, as if he is a brand new man. It gives him a new lease. He is reincarnated into this new person, but underneath is the same old concoction of lies about himself he thinks everyone believes.
I always halfway suspected he was an anti-shill, whose purpose was to serve as a punching bag for the more conventional shills. More recently he served as a distraction, flooding the board with politics to drown out any discussion of MSFT. Now Microsoft has shifted policy again, recognizing it needs to try to combat the perception that Microsoft is fading. Maybe whoever played the "hawcreek" persona is already playing a new part in that campaign.